Case Study

Challenge
Introduction

 For over half a century, Nycil has been a household name in India, a brand synonymous
with trust, care, and effective relief from skin problems.

 Now, as the Indian skincare landscape undergoes a dramatic transformation, Nycil stands
at a pivotal
crossroads.

 The challenge—and the opportunity—is to look beyond the brand's current stronghold
and envision its future.

 This case study invites you to step into the role of a Brand Strategist for Nycil. We are
asking you to architect the next chapter of this iconic brand's journey. Your mission is to
build a robust innovation pipeline that transforms Nycil from a category leader into a
future-ready, holistic skincare solution for the modern Indian family.
Nycil – A Legacy of
Trust
 Nycil is the undisputed leader in the  However, the brand's equity has

Prickly Heat Powder (PHP) category in organically grown beyond Prickly

India, Heat. Consumers
commanding over 30% MS1 with the perceive Nycil as a brand that offers
Total Awareness (TA) touching 100%2 efficacious solutions for sweat, body

 With the portfolio covering Classic & odour, and for variety of minor skin
issues, such as
Cool variants (Herbal, Gulabjal, Aloe,
rashes, itching, and minor skin
Sandal, Cool Classic) - Nycil is present irritation4.
in more than 1.5 Mn1 outlets across the
 This is underpinned by a deep-seated
country with HH penetration above 8%3,
"caring equity” – where Nycil becomes
making it one of the most penetrated
a trusted solution for the entire family,
talcum powder brands
including children4.
 Its journey began as a specialist
 It is this combination of perceived
solution for prickly heat, a common and
efficacy and safety that forms the
Source: 1. Nielsen MAT Jun’25 numbers 2. Brand Health Report, prepared by Kantar – Insights Division, Oct 2024
3. Kantar HH Panel Data, MAT May’25 4. Nycil Brand Health Track Report, 2025
The Playing Field: Market & Category
Context
Core Category Broader Opportunity

The prickly heat  The true potential for Nycil lies beyond the confines of Prickly Heat
powder market, while
Powder market. The Indian skincare market is expanding rapidly, with
Nycil's stronghold, is
several key trends shaping its future:
characterized by
o The Rise of the "Pseudo-Derma" Space: Consumers are increasingly
intense competition
seeking products that offer more than just cosmetic benefits. There is a
which includes summer
growing demand for solutions that are backed by science, recommended
forward prickly heat
for specific skin concerns and bridge the gap between cosmetic and
brands and some
pharmaceutical
o Safety products.
& Transparency: The modern consumer is highly discerning. They
medicated / cooling
demand products that are not only effective but also proven to be safe
powders.
for sensitive skin, everyday use, often looking for "free-from" claims and
o familiar, trusted
Holistic Family ingredients.
Care: There is a significant market for brands that can
cater to the
everyday skincare needs of the entire family, from children to adults.
The Core Dilemma

• Despite its powerful brand equity in trust and skin problem solutions, Nycil's
business and perception are largely confined to one format (Prickly Heat
Powder). This presents a significant challenge:
• Seasonality: The brand's fortunes are heavily tied to the summer season.

• Category Limitation: It is not currently leveraging its potential to address a

wider array of
consumer skincare needs throughout the year.
• Untapped Opportunity: The strong, latent equity of being a holistic skin solution
and care provider remains largely untapped, restricting the brand's growth.

• The central task is to break Nycil out of this “PHP trap" and unleash its full
potential.
The Mission: Crafting a Future for
Nycil Strategic Innovation Pipeline

Build Nycil as a modern-day, holistic, pseudo-derma skincare brand which is safe

& effective for everyday family use.

This involves:

 Brand Extension: Moving into multiple need spaces and formats

appealing to the needs of contemporary consumer

 Strengthening Equity: Reinforcing the core tenets of efficacy and safety in

new and relevant need spaces

 All-Year Relevance: Creating a portfolio of products that are relevant

throughout the
year
Deliverables: What are we looking
for?
Presentation report which includes

Strategic Foundation & Overarching Brand Insight: Single consumer truth that will anchor the new brand
positioning of Nycil

Innovation Pipeline:

Product Concept Deep Dives. For each new product you propose, you must provide:
 Specific Consumer Insight: What is the precise, unmet need that this product solves for the
consumer? Provide insights into consumer behaviors, trends and preferences that your idea will
address
 4P analysis, which will include:
 Product Positioning: Describe consumer benefit, it’s unique selling points (USPs) & value
proposition, key ingredients & rationale behind them, key claims needed & packaging
illustration
 Pricing (vs key competition)
 Distribution channels & rationale
 Core communication plank & overarching marketing & media plan

 Business Projection: Provide a high-level business case, outlining key assumptions and potential
market size
Thank You